Marketing is one of the largest and most variable investments on a brand’s P&L. Yet finance often has less confidence in the numbers behind it tha
Marketing is one of the largest and most variable investments on a brand’s P&L. Yet finance often has less confidence in the numbers behind it than almost any other major area of spend. That gap is getting harder to defend. Retail CFOs are under pressure to improve forecast accuracy, protect margins and allocate capital with […]
